Tempting big spenders with their own language

Luxury fashion brand's new store in London caters to customers from China with more tailored services

Italian menswear designer Ermenegildo Zegna has taken Chinese customers to heart with salespeople speaking their own language at its new and largest store in London's Bond Street.

The store, launched on Nov 9, has hired Chinese-speaking sales staff and is offering the personalized services of a Chinese consultant who can explain the brand's history and culture.